Good branding is like good coffee. Can't live without either. 

We all say it: “But first, coffee.”
Or that classic pre-9am threat: “Don’t talk to me until I’ve had my coffee.”

But today, I’m asking every business owner (because newsflash: if you’re running a business, you are the real CMO) to do a little word swap:

“But first, my brand.”

Because life’s too short — and business is far too cutthroat —
for crap coffee or a ho-hum brand. Ask yourself (your family and friends even): 

Does it reflect who you are? Your mission for this business?
Does it connect with the right people?
Would you buy from you?

C is for coffee in brandcrafting, also because - coffee epitomises, and facilitates connection.
It’s how we welcome someone. It’s the first step to trust. You offer coffee to a new colleague. You end meetings with “let’s grab a coffee.”
It’s soft. It’s social. It’s a signal.

And the best coffee itself? It’s built on relationships — between growers, roasters, baristas and drinkers who give a damn. I believe that the time and effort that goes into a great coffee flows through to delivering great moments between people, too.

And in marketing and good business, a coffee order is an excellent way to begin to create 'kizuna' (see tip on Japanese below). So do remember if your boss is a 3/4 Latte with one sugar, and if that big client prefers oat. (And if you were wondering - I’m a batch brew and double macchiato girl. Ideally, both at once. Because I want it real. Strong. Fast. No fluff. Wham Bam, thank you, Ma'am. The artistry of the batch, and the punch of the macc-squared.) 

Consider this — what’s your coffee saying about your business?
Is your brand full-bodied and consistent? Or watery and forgettable? Just like you won’t touch a $1 servo coffee unless you’re truly desperate... (we’ve all been there)
You’ll pay more for the barista who knows your name and gets your order right —
because it feels worth it. Same goes for your brand. It deserves the investment of time and your care. 

Cheap, slapdash branding might get you out of the driveway —
but it won’t win hearts, loyalty, or high-value customers.
People will always pay more for a brand that’s been made with care.

Let’s look to the true masters of the coffee rabbit-hole: Japan.

In Japan, coffee isn’t just consumed — it’s composed. Rooted in the old-school kissaten tradition and refined by obsessive modern brewers, it’s all about precision and presence. Beans are weighed like a Kyoto tea ceremony. Water heated exactly. The pour? Timed to the second. The bloom? Swirled just right to unlock the aroma. Even the cups, counters, and fonts are chosen with intent.

Nothing is rushed. Nothing is random. It’s ritual, not routine.
And that’s exactly how your brand should feel.

Here's the (espresso) takeaway:

Make your brand represent you, like your coffee order does. 
Make your brand intentional. How you like it.
(And your customers will be drawn to that passion)
Make it about you. (The Y of M.A.Y - it's YOU, remember.) 

Because, if you’re waking up and building something that's important to you - your business and your brand - much like your first cup of the day, don’t settle.